Journal of Advances in Developmental Research

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Role of Branding in Influencing Consumer Behavior and Repeat Purchase Intention: An Empirical Study in Bihar

Author(s) Nikita Bhargav, Prof. (Dr.) Sanjay Kumar Singh
Country India
Abstract Branding plays a significant role in influencing consumer behavior and repeat purchase intention in today’s competitive market environment. This study examines the impact of branding on consumer decision-making and customer loyalty in Bihar, with a focus on 60 respondents from Patna district. The research is empirical in nature and is based on primary data collected through a structured questionnaire. Simple statistical tools such as percentage analysis were used to interpret the responses.
The findings of the study reveal that a majority of consumers prefer branded products over non-branded alternatives due to factors such as perceived quality, trust, and brand familiarity. Around 70% of respondents indicated that brand name plays a crucial role in their purchase decisions, while nearly 65% expressed a strong likelihood of repurchasing products from brands they trust. Brand image and brand awareness were found to be key determinants in shaping consumer preferences and reducing purchase risk.
Additionally, the study highlights that effective brand positioning helps consumers easily identify and differentiate products in the market. Promotional activities and pull marketing strategies such as advertisements and social media campaigns were also found to positively influence consumer attention and demand. Consumers tend to develop emotional connections with brands that consistently meet their expectations, leading to higher satisfaction and loyalty.
The study concludes that strong branding not only influences initial purchase decisions but also plays a vital role in encouraging repeat purchase behavior. Businesses should focus on building a positive brand image, maintaining consistent quality, and adopting effective marketing strategies to enhance customer retention and long-term success.
Keywords Branding, Consumer Behavior, Repeat Purchase, Brand Loyalty, Brand Awareness
Published In Volume 17, Issue 1, January-June 2026
Published On 2026-02-07
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Crossref DOI prefix of IJAIDR is 10.71097/IJAIDR

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